Multiple stakeholders and B2B branding in emerging markets

Tarnovskaya, Veronika; Biedenbach, Galina

doi:10.1108/qmr-06-2015-0051

Cited by 14 publications

(8 citation statements)

References 54 publications

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“…The significance of the support that stakeholders can offer for an MNE's international marketing activities is demonstrated by earlier studies Evers et al, 2012;Tarnovskaya and Biedenbach, 2016). Furthermore, multi-stakeholder view support generally supports value creation and competitive advantages (Tantalo and Priem, 2016;Loureiro et al, 2020;Pera et al, 2016).…”

Section: Introductionmentioning

confidence: 87%

A global marketing logic: local stakeholders’ influence in diverse emerging markets

Elg

Ghauri

2021

IMR

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PurposeThe authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying the GML in emerging markets. The aim of the paper is to enhance the understanding of the factors that influence the local stakeholders' acceptance of the MNEs' GML and the different activities of MNEs that may increase the acceptance.Design/methodology/approachThe authors apply a qualitative case study method investigating three Swedish MNEs and their activities while implementing a GML in the big emerging markets. The authors study their relationships with business, political and social stakeholders.FindingsThe authors identify three persistent contents of the GML: (1) a consistent value chain role across markets, (2) standardized, premium products/services and promotion strategies, (3) a corporate brand-based identity. The development of trust, commitment, legitimacy and power within local stakeholders’ relationships influences the approval. The acceptance of the MNE's GML by local stakeholders strengthens its market position.Originality/valueThe authors extend the knowledge by investigating the nature of a GML and explain to what extent it may help MNEs to gain a competitive position. The authors also discuss how global and local activities may influence local stakeholders' acceptance. This study contributes towards a better understanding of how and to what extent a GML can be successful.

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Section: Introductionmentioning

confidence: 87%

A global marketing logic: local stakeholders’ influence in diverse emerging markets

Elg

Ghauri

2021

IMR

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“…When located in emerging markets, firms can enhance their market position by using CSR to gain trust and legitimacy (Hadjikhani et al, 2016). Furthermore, despite weak formal institutions, MNCs use CSR programmes to enhance their brand value (Khan et al, 2015;Tarnovskaya and Biedenbach, 2016). Other studies detail the effects of company transgressions on the reasoning processes of consumers (Chang et al, 2017) and argue that, when located in bottom of the pyramid (BoP) markets, despite their unethical practices, MNEs are still able to retain consumer loyalty (Gupta and Srivastav, 2016).…”

Section: Marketingmentioning

confidence: 99%

The social value creation of MNEs – a literature review across multiple academic fields

Sinkovics

Archie-Acheampong

2019

cpoib

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Purpose This study aims to investigate how different academic fields within and outside of international business (IB) engage with the topics of social value creation in the context of multinational enterprises (MNEs). The aim is to take stock of the main themes and offer suggestions for future research avenues. Design/methodology/approach The paper undertakes a scoping review. The authors use the Web of Science database to identify relevant articles. The database search yielded 466 articles. The NVivo software was used to code and identify key thematic areas. Findings The matrix analysis performed in NVivo yielded 15 main thematic areas spanning 37 research fields. However, further analysis revealed that 89 per cent of the articles originated from 13 fields. Furthermore, while IB journals represent the second-largest field home to publications related to the social value creation of MNEs, they only account for 12 per cent of the sample. Originality/value The paper responds to prior calls to reduce disciplinary silos through the performing of a thematic analysis across a multitude of research fields.

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“…Equitable value distribution does improve not only the relational capital of the network and a positive form of governance but also prompt imperfect performance that springs from multilateral feedback (Kano 2017). The wellfunctioning relationships between local stakeholders create a structure for network building, which might determine brand acceptance by the customers and stakeholders (Tarnovskaya and Biedenbach 2016).…”

Section: Joint Venturementioning

confidence: 99%

International Alliance Strategies: A Case Study of the Indonesian Medical Device Industry

Pratono

Ratih

2019

Contributions to Management Science

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This study aims to investigate how the multinational corporations form alliance strategies with local businesses under the dynamic institutional environment in the Indonesian context. We used a qualitative approach with a case study of the medical device industry to examine how the institutional environment affects the choice of the strategic alliance. By collecting the qualitative data, including interviews, observations and archival data, the interpretive approach was adopted to understand social worlds from the point of view of participants. We identified five types of alliance strategies: the wholly owned subsidiary with contractual collaboration, the wholly owned subsidiary with the licence agreement, the international trade with the licence agreement, joint venture and outsourcing. There are also two main issues of the institutional environments that determine the choice of alliance strategic: the restriction for foreign companies to carry out direct selling and the new policy that introduces the electronic procurement system. This study provides evidence of the role of the institutional environment on collaboration strategies between the multinational enterprises from the developed countries and the local distributors from Indonesia. The results extend the concept of international business in the Asian context.

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Multiple stakeholders and B2B branding in emerging markets

Cited by 14 publications

References 54 publications

A global marketing logic: local stakeholders’ influence in diverse emerging markets

A global marketing logic: local stakeholders’ influence in diverse emerging markets

The social value creation of MNEs – a literature review across multiple academic fields

International Alliance Strategies: A Case Study of the Indonesian Medical Device Industry

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